| 基于互动导向的服务创新绩效影响机制研究 |
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| 引用本文： | 杨艳玲,田宇.基于互动导向的服务创新绩效影响机制研究[J].科研管理,2020,41(6):191-198. |
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| 作者姓名： | 杨艳玲 田宇 |
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| 作者单位： | 1山东师范大学商学院，山东 济南250014；
2中山大学管理学院，广东 广州510275 |
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| 基金项目： | 国家社会科学基金;教育部人文社会科学研究项目;国家自然科学基金 |
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| 摘 要： | 结合网络经济时代特征，遵循“导向—能力—行为—结果”的研究范式，构建互动导向对服务创新绩效影响的理论框架，并采集254家服务企业信息进行实证分析。研究结果显示：互动导向可以通过多种路径对服务创新绩效产生积极影响，其中吸收能力和主动改善在二者关系之中发挥复合式多重中介作用，具体路径分别为：①互动导向→服务创新绩效,②互动导向→主动改善→服务创新绩效，③互动导向→吸收能力→主动改善→服务创新绩效。研究不仅明确了互动导向对服务创新绩效的积极影响，而且探索了二者之间的具体作用路径，为新时代背景下的服务创新提供了重要的理论和现实指导。
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| 关 键 词： | 互动导向 吸收能力 主动改善 服务创新绩效 |
| 收稿时间： | 2018-04-17 |
| 修稿时间： | 2018-09-29 |
Influence mechanism of service innovation performance based on interaction orientation |
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| Yang Yanling,Tian Yu.Influence mechanism of service innovation performance based on interaction orientation[J].Science Research Management,2020,41(6):191-198. |
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| Authors: | Yang Yanling Tian Yu |
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| Institution: | 1. Business School, Shandong Normal University, Jinan 250014, Shandong, China;
2. School of Business, Sun Yat-sen University, Guangzhou 510275, Guangdong, China |
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| Abstract: | With the rapid development of network economy and the widespread use of social media, new opportunities and challenges have been presented for enterprise service innovation. For example, the big data environment began to take shape and the semi-structured and unstructured information increased rapidly, which put forward higher requirements for the absorption capacity of enterprises. Customers are more active to participate in innovation and the demand for differentiation and individuation is increasingly prominent, which sets a higher standard for the innovation ability of enterprises. The accelerated integration of manufacturing industry and service industry and the transformation of commodity economy into service economy have exerted a great impact on the traditional service innovation. In the face of the above changes, the market orientation that used to occupy the dominant position of marketing starts to become inadequate. Under the background of the new era, the service innovation of enterprises urgently needs the guidance and reference of the new marketing concept.
The research on customer engagement service innovation has developed into an important topic, but the relevant research focuses on the theoretical analysis of the importance of customer engagement service innovation, and lacks in-depth exploration of the process of customer engagement service innovation. The question about how to interact with customer, and how to realize the internal logic and mechanism of value co-creation in the interaction is not clear. The interaction orientation theory not only puts the customer in the important strategic position, embodies the idea of value co-creation, but also puts forward the specific strategy of value management for the customer based on the individual level, which conforms to the requirements of the era of network economy, and provides a new perspective and thinking for the solution of the above problems.
Ramani and Kumar (2008) put forward the theory of interaction orientation and empirically verified the positive impact of interaction orientation on corporate performance in view of the increase in customer demand differentiation and the pressure on corporate profitability. After that, some scholars further studied the positive influence of interaction orientation on the innovation willingness and ability of enterprises, the development innovation and exploratory innovation, and the innovation performance based on customers. However, the existing research is still in the initial stage, both theoretical analysis and empirical test are insufficient. There is a lack of sample analysis centering on service enterprises and in-depth exploration of service innovation performance, which makes it difficult to provide practical theoretical guidance and practical guidance for enterprises to carry out service innovation under the guidance of interaction.
Combined with the characteristics of the era of network economy, this study follows the research paradigm of "guidance -- capability -- behavior -- result", constructs a theoretical model of the influence of interactive orientation on service innovation performance, and collects information from 254 service enterprises for empirical test. The results show that the interaction orientation not only has direct positive influence on service innovation performance, but also plays an indirect positive effect by absorptive capacity and proactive improvement. Good absorptive capacity to help enterprises to carry out knowledge accumulation and transformation, emphasize the cultivation of the enterprise internal competition. Proactive improvement advocates continuous improvement and innovation, which shows the external expansion of the enterprise. The former provides intellectual support for the latter, while the latter is the implementation of the former. Both of them play a compound and multiple mediating roles between interaction orientation and service innovation performance.
Carry out theoretical analysis and empirical test based on the new marketing concept of interaction orientation, to reveal the influencing mechanism of interaction orientation on service innovation performance, supplement the service enterprise sample, expand the research perspective of service innovation, reveal the internal logic and mechanism of customer participation in service innovation, which will form an important supplement and promotion to the existing marketing theory, and provide beneficial reference and reference for enterprise innovation in the new era. |
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| Keywords: | interaction orientation absorptive capacity proactive improvement service innovation performanc |
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